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Evaluating the relationship between customer loyalty and marketing strategies in Iranian biotechnological production companies

Arezou Sayad, Reza Pourmohammadi and Behrouz Pourmohammadi

Customer industries such as biotechnological production should be viewed as a concern and disadvantage. At this study has attempted to assess the relationship between marketing strategies and customer loyalty to the brand of biotechnological production in the industry to be studied. Hypothesis test results showed that the integrated marketing strategy has a positive impact on customer loyalty to the brand. Focused marketing strategy has a positive impact on customer loyalty to the brand. Diversity marketing strategy has a positive impact on customer loyalty to the brand. Defensive marketing strategy has a positive impact on customer loyalty to the brand.